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Proc-Type: 2001,MIC-CLEAR
Originator-Name: webmaster@www.sec.gov
Originator-Key-Asymmetric:
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 TWSM7vrzLADbmYQaionwg5sDW3P6oaM5D3tdezXMm7z1T+B+twIDAQAB
MIC-Info: RSA-MD5,RSA,
 LgH8/veuN+ibN2uDSBQ4Qp2HuH6ALfGKgRL0bqd494P+Ru4ACwT4YYPNeXgZg/7H
 OFz6/16Zw+je1RUHwgcWjw==

<SEC-DOCUMENT>0000878897-03-000094.txt : 20030924
<SEC-HEADER>0000878897-03-000094.hdr.sgml : 20030924
<ACCEPTANCE-DATETIME>20030924142130
ACCESSION NUMBER:		0000878897-03-000094
CONFORMED SUBMISSION TYPE:	3
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20030922
FILED AS OF DATE:		20030924

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			FORNETTI LOUIS C
		CENTRAL INDEX KEY:			0001264543

	FILING VALUES:
		FORM TYPE:		3
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-13154
		FILM NUMBER:		03907673

	MAIL ADDRESS:	
		STREET 1:		3100 AMS BOULEVARD
		CITY:			GREEN BAY
		STATE:			WI
		ZIP:			54313

ISSUER:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			AMERICAN MEDICAL SECURITY GROUP INC
		CENTRAL INDEX KEY:			0000878897
		STANDARD INDUSTRIAL CLASSIFICATION:	HOSPITAL & MEDICAL SERVICE PLANS [6324]
		IRS NUMBER:				391431799
		STATE OF INCORPORATION:			WI
		FISCAL YEAR END:			1231

	BUSINESS ADDRESS:	
		STREET 1:		3100 AMS BLVD
		CITY:			GREEN BAY
		STATE:			WI
		ZIP:			54313
		BUSINESS PHONE:		9206611111

	MAIL ADDRESS:	
		STREET 1:		3100 AMS BLVD
		CITY:			GREEN BAY
		STATE:			WI
		ZIP:			54313

	FORMER COMPANY:	
		FORMER CONFORMED NAME:	UNITED WISCONSIN SERVICES INC /WI
		DATE OF NAME CHANGE:	19930328
</SEC-HEADER>
<DOCUMENT>
<TYPE>3
<SEQUENCE>1
<FILENAME>primary_doc.xml
<DESCRIPTION>PRIMARY DOCUMENT
<TEXT>
<XML>
<?xml version="1.0"?>

<ownershipDocument>

    <schemaVersion>X0201</schemaVersion>

    <documentType>3</documentType>

    <periodOfReport>2003-09-22</periodOfReport>


    <noSecuritiesOwned>1</noSecuritiesOwned>

    <issuer>
        <issuerCik>0000878897</issuerCik>
        <issuerName>AMERICAN MEDICAL SECURITY GROUP INC</issuerName>
        <issuerTradingSymbol>AMZ</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001264543</rptOwnerCik>
            <rptOwnerName>FORNETTI LOUIS C</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>3100 AMS BOULEVARD</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>GREEN BAY</rptOwnerCity>
            <rptOwnerState>WI</rptOwnerState>
            <rptOwnerZipCode>54313</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>1</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>



    <ownerSignature>
        <signatureName>Louis C. Fornetti</signatureName>
        <signatureDate>2003-09-23</signatureDate>
    </ownerSignature>

</ownershipDocument>

</XML>
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
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